사용자 경험(UX) 관점에서 본 SPA 브랜드 앱의 리텐션 마케팅: 자라 재입고 알림 서비스의 디지털 넛지 분석 = Retention Marketing of SPA Brand Apps from a User Experience (UX) Perspective: A Digital Nudge Analysis of Zara's Restock Notification Service

다국어 초록 (Multilingual Abstract)

Purpose: This study aims to investigate the impact of digital nudge factors utilized in the restock notification service of SPA brand apps on users' behavior and purchase intention. Specifically, it seeks to analyze the individual effects of specific components of digital nudges, such as the timeliness of notifications, clarity of information, personalized information, and purchase satisfaction, on user behavior. Methods: This research employs a quantitative analysis approach, and an online survey was conducted with 93 users who have experience using the restock notification service of the Zara app. The survey questionnaire consisted of questions measuring digital nudge factors (timeliness of notifications, clarity of information, personalized information, purchase satisfaction) and user behavior intentions (app reuse intention, continued use intention, recommendation intention). The collected data was analyzed using regression analysis to determine the effect of each factor on user behavior intentions. Results: The results indicate that clarity of information has the most significant impact on app reuse intention and continued use intention. Personalized information exerts the greatest influence on app recommendation intention, confirming that providing personalized information is a crucial factor in users' decisions to recommend the app to others. Purchase satisfaction positively affects users' intention to continue using and reuse the app, while the timeliness of notifications shows a relatively weaker influence. Conclusion: In conclusion, the study suggests that when designing digital nudges, it is effective to differentiate and apply key factors such as clarity of information, personalized information, and purchase satisfaction according to the purpose of user behavior. In particular, for encouraging continued app usage, emphasis should be placed on clarity of information, and for promoting app recommendations, UX design should focus on providing personalized information.